Understanding Customer Behavior Gaps with Cohort Analysis
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Introduction and Overview of Cohort Analysis (30:05)30:05
What to Track and How to Measure It (31:35)31:35
About This Class
Whether you're a co-founder hoping to convince investors to give you funds, an employee/operator who needs actionable data (and quickly!), or a finance buff who's looking to translate financial analytical chops to the startup world, this class is for you.
(Image Credit: Kareem Mayan)
You’ll use cohort analysis to dig into your customer data and learn more about your users than you ever thought possible - and better yet, understand the "why" behind your patterns of engagement.
Read about how my student Kareem Mayan used learnings from my local class to do just that: Kareem used cohort analysis to reduce his business' cancellation rates by 87.5% (and congrats to Kareem on making #1 in Hacker News with this post!).
You’’ll identify the specific trait you want to learn more about (i.e. activation, repeat usage) and I’ll provide the tools and formulas to help you gain deep insight into that behavior so you can design a strategy that amplifies the user behavior you want to see and discourages the trends you’d like to see less of.
Working through your own data, you’ll:
- Identify what metrics matter most for the success of your company
- Analyze the levers behind the trends you’re seeing
- Find potential solutions for the problems you discover
- Arrive at a recommendation for an effective marketing strategy based on your findings
*Note: if you don’t have data to pull, fear not! I’ve provided dummy data you can use to learn the relevant skills, too.
Cassie Lancellotti-Young is VP Client Optimization & Analytics at Sailthru. Before joining Sailthru, where she works with top brands in e-commerce and publishing to improve the relevance of their marketing and increase their customer lifetime values. Before joining Sailthru, Cassie spent a year at Gerson Lehrman Group working on new business line development by way of the minimum viable product/growth hacking approach. Prior to GLG, Cassie served as VP Marketing at Savored, where she managed user acquisition, email and product marketing, and partnerships; Savored sold to Groupon in 2012. Cassie was also an early employee at TheLadders.com, where she spent three years managing direct marketing and subscription analytics for the company’s jobseeker product and was responsible for tremendous growth in readership and revenue. She began her career as a media/tech analyst at Citigroup Global Corporate & Investment Bank.
Cassie graduated from Duke and holds an MBA from the Tuck School at Dartmouth College. She is an expert on data analytics (and making them digestible!) - she's been called "the Nate Silver of startup analytics" - and welcomes the opportunity to nerd out with fellow quantitative enthusiasts. Cassie is also an advisor to several NYC startups and is avidly working to become an amateur blogger but regularly forgets to write stuff.